Food Products

Silver
CAMPAIGN
Knorr Aunty Reply - Mom's Food Search Engine on LINE
AGENCY
Mindshare
CLIENT
Unilever
BRAND
Knorr
RESULT
Credited

Mindshare Thailand
Paphop Ruchutrakool
Tananchai Watcharasansub
Wasinee Korntubtim
Jirasda Limsuwan
Krirk.Sathirawongwan
Piyanuch.Meemook
Chonreutai.tawitaranond

Showroom111, Thailand
Ms. Niramon Thunyateeraphong
Ms. Natthorn Kananusart
Ms. Nutthakarn  Mekarnjai
Ms. Kawinthip Prateabin
Ms. Wipawan Boonlarp
DETAILS
Knorr was seeing declining sales even the brand’s market share remained strong. We realized that the category was shrinking, and the main challenge was Thai moms’ fast-paced life style. 
 
We wanted to bring back the tradition of home cooking by inspiring and helping moms to cook. 
With moms glued to their mobile phones and chatting on LINE all the time, we turned Knorr’s official account on LINE our moms’ trusted food engine – the Auntie Reply! 
 
The result was a 50% increase of consumption per house-holds and 7.6% sales increase after months of stagnant sales performance. Most importantly our aunty was well loved by our moms and brand recall increased more than 32%.
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